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Task-Based Audience Segmentation (23 May 2005)
Smart organizations now want more: they expect design research to solve the sophisticated problem of meeting users’ broader goals. Organizations want design research insights to offer user perspectives wider than their opinions on one application. Ultimately, they want to spark ideas for “killer products” that will positively impact the company’s bottom line. It is not a surprise that organizations want their research to be as complete as possible and to understand as many user needs, concerns, and preferences as they can so opportunities aren’t missed and user segments aren’t left in the cold.
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